We can no longer overlook the impact of fashion on water as it continues to place immense strain on both people and the planet. Creating change is no longer optional, it’s essential. But meaningful progress doesn’t come from individuals alone; it comes from collective action and a shared vision for the future.

Fortunately, some companies are taking a step forward by recognising the crucial role of water. Levis Strauss is also one of the brands that has toughened its strategy, following a five year review of its emissions targets. Their 2025 Water Action Strategy outlines a comprehensive plan to reduce the company’s water footprint across its supply chain (Levi Strauss & Co, 2024). They have shifted towards context-based water targets, meaning that water saving-efforts are tailored to the specific stress level of local watersheds. Another crucial component of the strategy is their Water<Less® program created in 2011. One of the core intentions is to evolve the Water program from a process-based approach into a facility-level qualification (Levi Strauss & Co, 2024). This means a supplier can now qualify as a Water<Less® facility by meeting water reduction targets that are based on local water stress. Additionally, they will be setting intermediate targets to help suppliers track their progress. If suppliers meet these milestones, they’ll be considered a Water<Less® facility with all products made in those facilities being sold with that label. 

Levis & Strauss also approaches water stewardship through the materials they source.  One of their initiatives includes the use of cottonised hemp, a fiber innovation that offers a more sustainable alternative to conventional cotton. Cottonised hemp is less water intensive and can rely on rainwater instead of irrigated water (Sabaghi, 2021). This innovative solution is only part of the company’s broader effort to scale sustainable materials and reduce environmental impacts. 

Gap Inc is also taking a creative approach to water stewardship by becoming the first apparel company to join an initiative aimed at combating water waste through AI. Partnering with UK-based Fido Tech, Gap Inc is supporting projects in Bengaluru, India to detect and reduce underground water pipeline leaks across 350km (Gap Inc, 2025). Using advanced AI technology which analyses acoustic data to rand and identify hidden leaks, Gap Inc is improving water efficiency for overstretched  utilities. This marks FIDO’s first project in India after successfully implementing them in the UK, US and Mexico with support from other major corporations such as Microsoft, Meta and Coca Cola. 

Kering, a luxury company, is also one of the latest to ​identify the need for responsible corporate water stewardship. In April 2025, they unveiled their first dedicated water strategy for a net positive impact by 2050. Rather than just reducing consumption, Kering commits to actively restoring water cycles and ecosystems through the lens of a Climate-Nature-Water nexus. Their three programmes include: Water-positive stewardship Program, Water-Positive Materials and Water Resilience Labs. For Kering, being water positive goes far beyond reduction to actively restore water cycles and ecosystems through systemic change and a Climate-Nature-Water nexus and people-centric approach (Kering, 2025). 

Home to many of the group’s tanneries and supplier tanneries, the Arno Basin in Tuscany is a key water source for Kering. As a core focus of Kering’s Water-Positive Strategy, it serves as the pilot site for their Water Resilience Labs. Due to its high water stress, pollution, and industrial activity, the Arno Basin faces significant environmental challenges. According to studies (Hofste et al., 2019), the region is facing the highest possible water availability risk, along with severe ecosystem degradation. In response, Kering is launching targeted interventions in the area to reduce water withdrawals by 21%, a goal validated by the Science-Based Targets for Nature (Kering, 2025).